Tourism and Events Queensland creates ‘Bluey’s world, for real life’ in biggest campaign in a decade
Tourism and Events Queensland (TEQ) has launched its biggest campaign in more than a decade, turning the state into ‘Bluey’s world, for real life’.
Building on the global phenomenon, Queensland will encourage visitors from around the world to come and live the Bluey lifestyle, sending out a message to the show’s millions of fans from around the world.
The partnership is the first between TEQ and BBC Studios, with more to come later this year, including an immersive Bluey’s World experience at Brisbane’s Northshore.
The campaign will see tourism heavyweights offer exclusives deals to convert global publicity into booked Queensland holidays, including Qantas Group, Expedia, Flight Centre, and Accor Group.
“In a globally competitive market, Queensland must show the world what makes us special,” said Patricia O’Callaghan, chief executive of TEQ.
“Bluey is a true international sensation and we could not be more excited to be working with BBC Studios to invite the world to experience Bluey’s world for real life here in Queensland.
“Equally we are delighted that travel industry heavyweights the Qantas Group, Expedia Group, Flight Centre Travel Group and Accor Group have thrown their support behind this campaign. We all recognise the power of working together to influence travel decisions and drive conversion for families worldwide to come and visit Queensland.
“Our tourism industry employs more than 200,000 Queenslanders and we have very bold goals for industry growth that require us to think outside the square, lead with our unique strengths and be bold. This campaign delivers that in spades.”
The TVC – which features Australia’s most popular broadcast personality, Robert Irwin – also champions Tropical North Queensland, where 164 people gathered to play a mega game of ‘Keepy Uppy’ – Bluey’s favourite pastime. The game was also played in other locations across the state, and the Australian Book of Records declared a new world record was set.
“Tropical North Queensland is ready to welcome Bluey fans wanting to experience the Great Barrier Reef, one of the world’s oldest rainforests, and our year-round warm tropical lifestyle,” said Mark Olsen, chief executive at Tourism Tropical North Queensland.
“Our World Heritage areas are ideal playgrounds perfect for people who share Bluey’s limitless energy and curiosity about the world,” he added. “Visitors can learn from the world’s oldest living culture as they explore the rainforest with a First Nations guide and join a Master Reef Guide to understand how clownfish shield themselves from the stinging cells of their anemone home.”
TEQ anticipates the campaign will help support visitor targets of an additional 1.3 million holiday visitors to Queensland, who are estimated the spend an additional $1.7 billion by June 2025. It is expected to reach tens of millions in Australia, New Zealand, United States, United Kingdom, Japan and Singapore – some of the state’s top international markets and countries where Bluey is also popular.
In Australia and New Zealand, the campaign is live across TV, print, digital, social media, OOH and with major media partners.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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